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Cointreau and Dita Von Teese reveal details of partnership at New York press event 19/11/2007

Fashion Icon and Burlesque Performer will represent Cointreau worldwide

Cointreau, one of the world’s leading purveyors of spirits, and Dita Von Teese, international fashion icon and burlesque performer, met yesterday with New York City and international media in an exclusive press event held at the Ritz-Carlton hotel to further reveal details of their global partnership.  The two-year deal, which was announced in the U.S. in October, is a natural fit for the French brand and the glamorous starlet.

“Dita brings to life the ‘Be COINTREAUVERSIAL’ brand signature through her iconic pin-up style and golden age femininity,” says Justin Weston, Cointreau International Director.  “At the heart of this signature is a certain feminine French touch – the infamous je ne sais quoi – and Dita Von Teese embodies this beautifully. We feel there is no one better to represent the brand on a global scale.”

The press event was created to provide fashion, lifestyle and entertainment media an exclusive reveal of details surrounding the partnership including an intimate interview with Dita Von Teese herself.  Dita revealed the core elements of the ambassador program which include the creation of a signature Cointreau cocktail, international special appearances and a Cointreau-inspired Dita Von Teese performance.  A one-of-a-kind costume featuring hundreds of thousands of Swarovski crystals is also being designed for the new show, which will debut in London on December 13.

At the heart of the partnership is a synergy of the values that both Cointreau and Dita Von Teese share, including a unique outlook on how elegance, style and glamour is defined in today’s decidedly modern culture.

“Cointreau’s famous martini-glass cocktails, and Dita Von Teese’s renowned martini glass performance, conjure up the glamour of a different era that is the essence of the ‘Be COINTREAUVERSIAL’ signature,” says Justin Weston. “Cointreau’s stylish cocktails are a hallmark of the return to glamour and the ultimate accessory for the COINTREAUVERSIAL woman.”

Editors attending the press event were given an exclusive first-look at the Dita Von Teese portraits shot by world-renowned photographer Ali Mahdavi. The images, inspired by the Parisian spirit of the Cointreau brand, capture the timeless glamour and femme fatale nature of Dita Von Teese. Additionally, Dita Von Teese shared with attendees her personal thoughts on the Cointreau partnership, details of the new Cointreau-inspired performance and her inspirations for glamour.

“It is only natural that we would come together around a cocktail glass,” says Dita Von Teese of her relationship with Cointreau. “They are a brand which transcends fashions and trends, and their many famous cocktails offer a truly stylish choice in spirits.”

Cointreau is imported, marketed and distributed by Wands Limited, a subsidiary company of The Farsons Group of Companies.

About Cointreau
Created more than 150 years ago in Angers, France, Cointreau is the world’s most famous crystal clear spirits. Cointreau’s distinctive square-shaped bottle, with rounded shoulders and warm amber color is recognized worldwide, as well as its subtle taste – a perfect balance of bitter and sweet orange peels grown and meticulously selected for their quality.  Cointreau is best known as being a key ingredient in the most popular cocktail in the US; the Margarita.  In 1948, socialite Margarita Sames combined Cointreau, tequila and lime to create the original margarita.  In addition, Cointreau is an essential ingredient in top shelf cocktails, like the Sidecar, the Cosmopolitan, and the Cointreaupolitan, its newest interpretation which is the latest hit in trendy bars throughout Europe. Its versatility, defined by its capacity to combine the richness of its flavors and aroma, make it a perfect choice neat or on ice.

Today, more than 13 million Cointreau bottles are sold worldwide and Cointreau remains the authentic choice of many top bartenders in the smartest and most fashionable bars. 

About Dita Von Teese
Renowned worldwide for her astounding performances featuring her signature elaborate props and Swarovski adorned costumes, Dita Von Teese is the international queen of Burlesque and a muse to fashion designers worldwide.  With the ability to bring pin-up imagery to life, Dita allows admirers to relive the golden age of femme fatales and glamour girls, while gracing the pages of fashion magazines and starring in events held around the world.

www.cointreau.com